The campaign, “The World Needs More Airheads,” is asking consumers to submit videos of them in “moments of pure airheadness” on the brand’s Tumblr page, airheadsneeded.com. The top three submissions will be used in upcoming TV commercials with others being featured in digital ads, the company reports. Consumers can submit videos until March 4.

Jen Redmond, associate brand manager, says: “Airheads fans are already capturing airhead moments every day on platforms such as Vine, YouTube and Instagram. Now they can submit those moments for a chance to appear in a national advertising campaign.”

The company tells Candy & Snack TODAY that the overall goal for the campaign is to “up age” its consumer groups to the millennial demographic, as previous advertising skewed to a younger, more niche audience.

Perfetti Van Melle reports it teamed with stars of the Vine social media platform to develop the initial commercial spots.